[Posted on May 7, 2014 by Car Research]
Whether you’ve taken notice or not, the availability of automotive CRM has swept the industry into the 21st century almost overnight. No matter what aspect of doing business you’re looking to improve, CRM software can offer something compelling, from employee management to lead generation and marketing. Although the list is rather extensive, a careful look at some of the benefits auto dealership software can have on a dealership can be very enlightening as to the origin of its widespread popularity.
What is CRM?
Customer relationship management (CRM) software is designed to assist companies with managing customer sales to improve customer satisfaction. It’s the job of CRM to spot prospective customers, identify what makes them unique, and use that information to anticipate their needs. In the auto industry, this type of auto dealership software is also used to track, organize, or otherwise consolidate all the interactions that dealer employees have with customers, both current and prospective.
The three primary strengths of CRM are it enables you to process customers easier, to effectively market yourself, and to provide you with enough relevant information to improve your decision making. Consolidating dealership information benefits dealership operations in several different departments. Before getting into specifics, it’s worth mentioning that like any kind of software, some CRM is designed with a different emphasis than other options. For example, while some dealership CRM designed to help drive traffic to your site, other software packages focus more on aiding customer relations.
Fortunately, there are enough commonalities among most CRM suites to talk about the general advantages as well. For instance, it enables you to swiftly respond to customer queries, and to respond more appropriately when provided with knowledge of specific customer desires. Customer contact information can be linked with service history, providing a comprehensive overview of the status of every customer and prospective customer you contact. And that information can be fed into phone and email contact systems, allowing you to prioritize and follow up on the most valuable leads.
CRM is the Customer’s Friend
As you probably know, effective management can increase customer loyalty. Above all else, automotive CRM is designed to help make the customer experience as seamless as possible. Interactions are personalized to a greater extent, both in person, on the phone, and over email. Customer data can be organized and structured in a way that makes it easy to save time finding leads.
Control and Oversight Over Your Dealership
By helping you improve virtually every end of your dealership, from customer service to lead generation, CRM can make a big difference in your bottom line. It can help reduce the burden on employees, and lends the necessary information to provide you with a better understanding of the auto business by offering an insightful understanding of your customers. That data is ideal for identifying future sales opportunities and quality leads, and enables dealerships to interact with consumers effectively, and helps retain customers in the long term.
It can also help accelerate customer purchase time, saving as much as half an hour on a car deal. Well-designed CRM makes it easy to manage multiple sales at once and find the right deal for a customer immediately. You can also get showroom control management, allowing you a real time look at your dealership’s traffic on location, online, and on the phone. This also enables oversight and management of all parts of the sale process, from scanning the driver’s license to signing the lease.
CRM software can even help keep your employees on track for success, by monitoring employee objectives and the details of their performance in order to help maximize productivity, allowing you to spot employee weaknesses and helps overcome those shortcomings.